Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 76 35,2 35,2
Discordo 97 44,9 80,1
Não tenho opinião 20 9,3 89,4
Concordo 21 9,7 99,1
Concordo Totalmente 2 0,9 100,0
Total 216 100,0
Tabela 17 - Característica mais valorizada num produto de luxo (preço elevado)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 2 ,9 ,9
Discordo 9 4,2 5,1
Não tenho opinião 10 4,6 9,7
Concordo 91 42,1 51,9
Concordo Totalmente 104 48,1 100,0
Total 216 100,0
Tabela 18 - Característica mais valorizada num produto de luxo (grande utilidade)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 2 ,9 ,9
Discordo 2 ,9 1,9
Não tenho opinião 2 ,9 2,8
Concordo 39 18,1 20,8
Concordo Totalmente 171 79,2 100,0
Total 216 100,0
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 13 6,0 6,0
Discordo 32 14,8 20,8
Não tenho opinião 27 12,5 33,3
Concordo 95 44,0 77,3
Concordo Totalmente 49 22,7 100,0
Total 216 100,0
Tabela 20 - Característica mais valorizada num produto de luxo (imagem de marca)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 6 2,8 2,8
Discordo 13 6,0 8,8
Não tenho opinião 25 11,6 20,4
Concordo 88 40,7 61,1
Concordo Totalmente 84 38,9 100,0
Total 216 100,0
Tabela 21 - Característica mais valorizada num produto de luxo (singularidade)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 2 ,9 ,9
Discordo 12 5,6 6,5
Não tenho opinião 27 12,5 19,0
Concordo 83 38,4 57,4
Concordo Totalmente 92 42,6 100,0
Total 216 100,0
Tabela 22 - Característica mais valorizada num produto de luxo (identificação pessoal com a marca)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 17 7,9 7,9
Discordo 30 13,9 21,8
Não tenho opinião 44 20,4 42,1
Concordo 80 37,0 79,2
Concordo Totalmente 45 20,8 100,0
Total 216 100,0
Tabela 23 - Característica mais valorizada num produto de luxo (valor emocional)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 34 15,7 15,7
Discordo 51 23,6 39,4
Não tenho opinião 35 16,2 55,6
Concordo 75 34,7 90,3
Concordo Totalmente 21 9,7 100,0
Total 216 100,0
Tabela 24 - Característica mais valorizada num produto de luxo (status)
Frequência Percentagem Percentagem acumulada
Válido Discordo totalmente 27 12,5 12,5
Discordo 28 13,0 25,5
Não tenho opinião 26 12,0 37,5
Concordo 108 50,0 87,5
Concordo Totalmente 27 12,5 100,0
Total 216 100,0
Aaker, J. (1997), Dimensions of Brand Personality. Journal of Marketing Research, 34, 347-356
Aaker, D. (1996) Measuring brand equity across products and markets. California Management Review, 38, 102-120
Aaker, J., Fournier, S., Brasel, S. A. (2004). When Good Brands Do Bad. Journal of Consumer Research, 31, 1–16
Aggarwal, P. (2004). The Effects of Brand Relationship Norms on consumer Attitudes and Behavior. Journal of Consumer Research, 31, 87-101
Ahuvia, A. (2005) Beyond the extended self: loved objects and Consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184
Ajzen, I., Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Albert, N., Merunka, D. (2013). The Role of Brand Love in Consumer-Brand Relationships. Journal of Consumer Marketing, 30, 258–266
Amatulli, C., Guido, G. (2011). Determinants of purchasing intention for fashion luxury goods in the Italian market: A laddering approach. Journal of Fashion Marketing and Management, 15(1), 123-136
Bagozzi, R., Batra, R., Ahuvia, A. C. (2013). Brand Love: Development of an Operational Scale and Answers to Unaddressed Questions. Working paper. University of Michigan, Ann Arbor, MI.
76(2), 1-16
Barth, M. (2010) Da necessidade ao desejo: o consumo de luxo e a ascensão do querer. Revista Eletrônica Temática. VI (11)
Bauer, H.; Heinrich, D. , Martin, I. (2007), How create high emotional consumerbrand relationships? The causalities of brand passion. Proceedings of the Australian and New Zeland Marketing Academy Conference, 2189-2198 Becker, K., Nobre, H. (2013). Toward a luxury brand definition. EuroMed Academy of Business, 6th Annual EuroMed Conference of the EuroMed Academy of Business - Confronting Contemporary Business Challenges Through Management Innovation, 143-157
Becker, K., Nobre, H. (2012). Brand personality as a predictor in the product/firm relationship as it relates to brand loyalty during periods of brand stress, catastrophic events or recalls. Journal for Global Business Advancement, 5(4)
Bergkvist, L., Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518
Beverland , M. (2004). Uncovering “theories-in-use”: building luxury wine brands. European Journal of Marketing, 38(3/4), 446-466
Bian, Q., Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451
Brei, A.; Rossi,C. (2005). Confiança, valor percebido e lealdade em trocas relacionais de serviço: um estudo com usuários de Internet Banking no Brasil. Revista de Administração Contemporânea, 9(2), 145-168.
Carroll, B., Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89
Castarède, J. (2005), O luxo. Os segredos dos produtos mais desejados do mundo. São Paulo, SP:Editora Barcarolla, 2006
Cestafe, N. (2006), El mercado de la cosmética de lujo: la relación entre la marca y la distribución selectiva en Alemania, Jean Monnet European Studies Centre, Universidad Antonio de Nebrija
Christodoulides, G., Michaelidou, N., Li, C. (2009). Measuring perceived brand luxury: An evaluation of the BLI scale. Journal of Brand Management, 16, 395- 405
Cobra, M. Administração de marketing no Brasil. 3. ed. Rio de Janeiro: Elsevier, 2009
Dick, A; Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”. Journal of the Academy of Marketing Science, 22(2), 99-113. Dubois, B., Duquesne, P. (1992) The market for luxury goods: income versus culture. European Journal of Marketing, 27(1), 35-44
Dubois, B.; Paternault, C. (1997) Does luxury have a home country? An investigation of country images in Europe. Marketing and Research Today, 79- 85
Dubois, B., Laurent, G. (1993), "Is There a Euro-Consummer For Luxury Goods?", in Fred Van Raaij and Gary Bamossy (Eds), European Advances in Consumer Research, 1, 58-69. Provo, UT, Association For Consumer Research
Dubois, B., Laurent, G., Czellar, S. (2001). Consumer Rapport to Luxury : Analyzing Complex and Ambivalent Attitudes. Les Cahiers de Recherche Groupe HEC, 33, 1–56.
Dubois, B., Czellar, S. (2002) Prestige brands or luxury brands? An exploratory inquiry on consumer perceptions, Marketing in a Changing World: Scope, Opportunities and Challenges: Proceedings of the 31st EMAC Conference.
University of Minho, Portugal, 28-31 Maio
Eastman, J., Goldsmith, R., Flynn, L. (1999), Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7, 41-52
Fehr, B. (2006), “A Prototype Approach to Studying Love,” in The New Psychology of Love, R.J. Sternberg and K. Weis, eds. New Haven, CT: Yale University Press, 225–46
Fionda, A. M., Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363
Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-373 Fournier, S., Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451–472
Galhanone, Renata Fernandes. Mercado do Luxo: Aspectos de Marketing. In: Anais do VIII SEMEAD - Seminários em Administração FEA-USP. São Paulo,
2005. Disponível em <
http://www.ead.fea.usp.br/semead/8semead/resultado/trabalhosPDF/329.pdf >>. Acesso em: 10 de Outubro de 2014
Ghosh, A., Varshney, S. (2013) “Luxury Goods Consumption: A Conceptual Framework Based on Literature Review”. South Asian Journal of Management, 20(2), 146-159
Grönroos, C. (2002), Service Management and Marketing: A customer relationship management approach (2nd ed.), West Sussex, England: John Wiley and Sons
Hader, S. (2008). Wooing Luxury Customers. Marketing Management, 17(4), 27–32
Han, Y. J., Nunes, J. C., & Dreze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74, 15-30
Jackson, T. (2001) International Herald Tribune Fashion 2001 – a conference review. The Journal of Fashion Marketing, 6(4)
Kapferer, J. (1997). Managing luxury brands. Journal of Brand Management, 4, 251–259
Kapferer, J., Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5-6), 311–322
Kastanakis, M. N., & Balabanis, G., (2012). Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65(10), 1399-1407
Keller, K. (2003), Strategic Brand Management. 2nd edition. Upper Saddle River, NJ: Prentice Hall
Keller, K. L. (2009). Managing the growth tradeoff: Challenges and opportunities in luxury branding. Journal of Brand Management, 16, 290-301 Kim, A. J., Ko, E. (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486
Kim, H., Lee, M., Lee, Y. (2005). Developing a Scale For Measuring Brand Relationship Quality. Asia Pacific Advances in Consumer Research, 6, 118-126 Kotler, P. (1994). Marketing management: Analysis, planning, implementation and control (8th ed.). New Jersey: Prentice Hall.
Kotler, P., “Marketing”, Editora Atlas S.A. 1996
Kumar, V., George, M. (2007). Measuring and maximizing customer equity: A critical analysis. Journal of Academy of Marketing Science. 35(2), 157-171
Lawer, C.; Knox, S. (2006). “Customer Advocacy And Brand Development”. Journal of Product & Brand Management ,15.2, 121-129.
Lencastre, P. (1999). A marca: O sinal, a missão e a imagem”. Revista portuguesa de Marketing, 3(8), 105-119
Madeira, Inês Dionísio - Marcas de luxo e comportamento de compra do consumidor. Covilhã : [s.n.], 2009. Dissertação mestrado, Gestão, Departamento de Gestão e Economia da Universidade da Beira Interior, 2009
Nia, A., Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands. Journal of Product and Brand Management, 9(7), 485–501
Nobre, H. (2010). Intimate Brand Relationships: From intimate interpersonal relationships to consumer-brand relationships. Saarbrücken, Germany: Lambert Academic Publishing.
Nobre, H. (2011). Should consumers be in love with brands?: An Investigation into the influence that specific consumer-brand relationships have on the quality of the bonds that consumer develop with brands. Journal of Transnational Management, 16(4), 270-281.
Nueno, J. , Quelch, J. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61–68.
Okonkwo, U. (2007). Luxury Fashion Branding. Hampshire: Palgrave Macmillan. Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of Brand Management, 16(5-6), 287–289
Phau, I., Prendergast, G. (2000). Consuming luxury brands: The relevance of the “Rarity Principle”. Journal of Brand Management, 8(2), 122-138
Richins, M. L. (1997). Measuring Emotions in the Consumption Experience. Journal of Consumer Research, 24, 127–146
Rosch, E. (1975). Cognitive representations of semantic categories. Journal of Experimental Psychology: General, 104, 192–233
Roy, S., Eshghi, A., Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332
Santos, C., Fernandes, D. (2011). A socialização de consumo e a formação do materialismo entre os adolescentes. Revista Administração Mackenzie, 12(1), 169-203
Shaver, P., Schwartz, J., Kirson, D., O’Connor, C. (1987). Emotion knowledge: further exploration of a prototype approach. Journal of Personality and Social Psychology, 52, 1061–1086
Song, Y., Hur, W., Kim, M. (2012). Brand Trust and Affect in the Luxury Brand- Customer Relationship. Social Behavior & Personality, 40(2), 331-338
Steinberg, R. (1986), A Triangular Theory of Love. Psychological Review, 93(2), 119-135
Tang, T. (1995), The development of a short money ethic scale: Attitudes toward money and pay satisfaction revisited. Personality and Individual Differences Journal, 19 ,809-816.
Townsend, C., Sood, S. (2012). Self-affirmation through the choice of highly aesthetic products. Journal of Consumer Research, 39(2), 415-428
Tsai, S. (2005). Impact of personal orientation on luxury-brand purchase value An international investigation. International Journal of Research in Marketing, 22, 277–291
Vickers, J. S., Renand, F. (2003). The Marketing of Luxury Goods: An exploratory study – three conceptual dimensions. The Marketing Review, 3, 459-478
prestige-seeking consumer behavior”. Academy of Marketing Science Review, 1999(1), 1-15
Vigneron, F., Johnson, L. (2004). Measuring perceptions of brand luxury. The Journal of Brand Management, 11(6), 484–506
Yeoman, I., McMahon-Beattie, U. (2006). Luxury markets and premium pricing. Journal of Revenue and Pricing Management, 4, 319–328
Zhan, L., He, Y. (2012). Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, 65(10), 1452- 1460
Ward, S.; Wackman, D. (1972). Children’s purchase influence attempts and parental yielding. Journal of Marketing Research, 3, 316-320
Wiedmann, K., Hennigs, N., Siebels, A. (2007). Measuring Consumers’ Luxury Value Perception : A Cross-Cultural Framework. Academy of Marketing Science Review, 1–21
Wong, N., Ahuvia, A. C. (1998), Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies. Psychology and Marketing, 15, 423-441